STiR coffee and tea magazine

40 STiR coffee and tea / Issue 4, 2017 (August / September) By Kelly Stein Modern Decaf CORDOBRA, Mexico Aging coffee drinkers are a predictable business opportunity for decaffeinators but a surprising number of younger coffee drinkers are driving growth.These younger coffee drinkers (age 24-35) are more discerning about coffee quality and more health conscious and wary of caffeine, according to market research con- ducted annually by the National Coffee Association (NCA) based in New York City. Their preference for gourmet coffee reflects consumer behavior worldwide. Concerns related to health, environment, and fair trade relations between producer and the market are guiding their buying decisions, according to Daniel Robles, v.p. exports at Descamex, Descafeinadores Mexicanos, S.A., one of the world's largest exporters of decaffeinated coffee. "It was in 2016 that we registered and patented the Mountain Water Decaf, a natural process to ex- tract caffeine in a way that all the coffee sensorial features are preserved " says Luis Demetrio Arandia Muguira, general director. Thanks to this process, the company is able to sell to different markets that demands organic decaffeinated coffee. "So far we have received organic certifications from OCIAN, USDA Organic, Canada Organic Biologique, and Koshermex to help us reach consumers with different needs," explains Robles. Additionally, coffee that is processed as Mountain Water Decaf retains certifications such as Fair Trade Certified, OCIA, ISO 9001, KMD México, Food Safety System (FSSC 22000), Rain Forest Alliance, and Empresa Socialmente Responsable ― all of which play an important role for those who want to appeal to these new consumers. Two-thirds of coffee drinkers say it is important to limit their caffeine intake, according to NCA. Coffee drinkers under 35 are less concerned about caffeine ― staying alert is their much-cited reason for consum- ing coffee (versus taking a break). NCA in its report Coffee Through the Ages, found that 42% of those 35 and older say they drink less coffee at home to limit their caffeine intake while 70% of those 65 years and older say caffeine intake as a major concern. A surprising finding is the 70% of 25- to 35-year-old coffee drinkers who also try to limit their caf- feine intake. This cohort says they pay a lot of attention to news and medical reports about coffee and caffeine (40%). Only 10% of US consumers prefer non-caffeinated coffee, a number that doubles in European coun- tries such as Spain where 20% of coffee drinkers prefer decaf. NCA and International Trade Center re- search suggest the market for decaf has a great potential to grow worldwide. Exports have doubled from 109,000 60-kilo bags in 2014 to 236,000 bags last year at Descamex. The company exports 74% of its coffee to the US, Japan, Canada, England, France, Australia, Costa Rica, and Spain, says Muguira. The US was the biggest buyer in 2016 at 53%. Daniel Robles, v.p., exports at Descamex

• Cover